Analysis on the Competitive Strategy and Marketing Activities in relation to the Communication Network Market in the Republic of China

• Main Authors: Chiu, Su-jung, 邱素蓉
• Other Authors: Huang, Ying-shan
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/86023266350202008356

碩士 === 國立中興大學 === 企業管理學系 === 87 === The future trend of global Internet and Intranet has pushed forward the worldwide computer internet network industry to a development boom and shows a significant growth. Among those with outstanding achievement are the related manufacturers in the Republic of China, they have each occupied an important position in the network communication market in respect of MODEM, HUB and LAN ADAPTER. When the focus turns to export sales, the size of the domestic communication market also expands rapidly. Foreign manufacturers keep rushing in to have a slice of the domestic communication market''s big pie. The current position of industry development, the different strategies and marketing activities of enterprises thus become a core issue. Accordingly, the objectives of this research study are as follows: 1. To analyze the current and future development trend of the global as well as domestic network communication industry. 2. To discuss the competitive strategy and marketing activities adopted by the network communication industry which operates a foreign brand as well as the domestic manufacturers. 3. To compare the different effect produced by different form of choices of strategy and marketing combination. 4. To come up with a suitable choice of strategy and marketing activities for the domestic sales of network communication equipment. The methodology of this research is by way of case study, focusing on the current domestic network communication industry as the area of research, and to choose a few renown manufacturers as the targets for this study The findings of this research may be summarized as follows: 1. The competition strategy adopted by the foreign brands of Cisco, 3Com and Intel focuses more on expansion strategy, using merger and acquisition as a means of strategic alliance, to strengthen the market leader position and to obtain key technology for expanding the product line. The domestic network communication manufacturers, on the other hand, place more emphasis on mass production and low cost and limit themselves in low level network communication market. Their competition strategy tends to adopt market follower strategy. 2. The most apparent difference between the foreign brands such as Cisco, 3Com and Intel and the domestic network communication manufacturers is the positioning of their respective products, their target market and the form of sales. The foreign brands have a competitive advantage in the high end product market. Due to the technology and the environment in which they operate, they become market leader in such market with a complete product line. Whereas the domestic manufacturers have to establish cooperative relationship with the national defense manufacturers'' high end products to complement their deficiency in products positioning and product line.